Mumsnet now has a male rival (or partner?) with the launch of online community site DaddyBeGood yesterday.
Brands are playing a huge part in this world from the start. Cineworld (with a ‘dads go free’ cinema ticket promotion) and Aquafresh toothpaste are on board as launch partners.
The content is off to a good start, featuring some big name contributions from Big Issue founder John Bird and Loaded co-founder James Brown.
Beta, the agency behind the site, say they’re responding to research that says dads want to be more involved in parenting. However, it remains to be seen whether men will collectively unite behind DaddyBeGood in the way that women have done with Mumsnet. Will the male instinct not to ask for directions when on the road translate over to the social media world? Aren’t men supposed to know exactly what do already? 
Research shows that while Facebook is more popular with women, men engage with social networks like Twitter and LinkedIn more. Perhaps they’ll jump at the chance to swot up on childrearing from a neutral place, rather than by being talked down to by the wife/mother-in-law.
One thing’s for sure, DaddyBeGood offers a range of opportunity for brands to learn about the daddy demographic and to provide them with products and services just for dad.
